The ad "Let it shine" adapts the lyrics to the traditional gospel song with dishes such a "this little glass of mine…". It aims to appeal to a wide variety of people as the film shows people having a cosy night in or hosting a dinner party.
The brand wants the ad to show that "shine is the ultimate indicator of a perfect clean".
The ad was created by Joe Williams at Havas London and directed by Fred Scott through Pulse. It will run globally for a year on TV, online and at point-of-sale. Zenith handled the media planning and buying.
It is not the first time Finish has created a musical ad. The last work from W&K, launched last year, was an ironic musical about how much people enjoy doing the dishes.
Chris Dunne, senior brand manager at RB, said: "Life is not about washing up – but it does create it. This campaign celebrates all of those occasions that make the washing up worthwhile, while at the same time reminding people of Finish’s superior cleaning power."
